The UFC continues to sharpen its focus on China, striking a deal with China’s leading social media platform Weibo.
The partnership will see Weibo become the official social media platform of UFC in China.
Just months out from the launch of the UFC Performance Institute in Shanghai, Weibo begin broadcasting live UFC content from interviews to highlights, results, athlete metrics and fight announcements.
Kevin Chang, SVP of UFC in Asia Pacific, said the deal will propel the brand to new heights in China.
He described Weibo as the leading social media platform in China with over 400 million monthly users.
Weibo’s senior operation director Zhe Zhang said the company will have its own dedicated UFC team.
“It is very important for us to tap into the combat sports sector,” he said.
“We are making combat sports a vertical field with its own independent Weibo team focused on growing the brand in China.”
The UFC’s Performance Institute will soon open its doors in Shanghai in the next few months.